This piece really made me think about how crucial user activation is, even when the underlying AI tech is brilliant. I sometimes wonder if for B2B2C, it's also about building initial trust or demonstrating immediate, tangible value to the human user, not just smooth technical onboarding.
I agree that establishing initial trust and showing the product’s potential is essential. But before scaling, nailing the activation process is critical, no matter how good the technology is, because poor activation can break the entire experience.
More importantly, this is about blame mitigation. If the end customer doesn’t have a strong experience, or internal client teams struggle to use the product, the company will be blamed, not the individuals who “didn’t learn how to use it.”
And even if those issues are later resolved, the likelihood of client recommendation (which is crucial in B2B) drops significantly.
This piece really made me think about how crucial user activation is, even when the underlying AI tech is brilliant. I sometimes wonder if for B2B2C, it's also about building initial trust or demonstrating immediate, tangible value to the human user, not just smooth technical onboarding.
I agree that establishing initial trust and showing the product’s potential is essential. But before scaling, nailing the activation process is critical, no matter how good the technology is, because poor activation can break the entire experience.
More importantly, this is about blame mitigation. If the end customer doesn’t have a strong experience, or internal client teams struggle to use the product, the company will be blamed, not the individuals who “didn’t learn how to use it.”
And even if those issues are later resolved, the likelihood of client recommendation (which is crucial in B2B) drops significantly.